Resume
WORK
Pilotly Jun ’22 – present
Consumer Insights Lead (Jan ’23 – present)
Lead end-to-end audience and product research studies for major media and streaming clients (Amazon, Netflix, Sony, NBCUniversal, etc): aligning with stakeholders on objectives, designing studies, collecting data, synthesizing findings, and presenting strategic recommendations.
Design and execute mixed-methods studies (e.g. surveys + focus groups + behavioral UX testing) to understand how viewers discover, evaluate, and engage with content and new product experiences.
Led 3,000+ participant study for Amazon Freevee to assess ad load tolerance by genre and content format, to determine ideal balance between positive viewing experience and monetization. Recommendation led to implementation of dynamic ad load model depending on genre and format of content.
Led research on NBCUniversal’s new ad product to quantify impact on viewer experience and understand UX trade-offs, with recommendation leading to adoption of new interactive ad choice product.
Lead studies across all stages of content development: concept tests to evaluate ideas, rough-cut tests to refine creative and pacing, and locked-cut tests to shape positioning and marketing strategy for new film/TV releases.
Collaborate cross-functionally with engineering and design teams to improve Pilotly’s client-facing research platform: surfacing client pain points and workflow gaps and proposing new features or UX enhancements.
Consumer Insights Analyst (Jun ’22 – Jan ‘23)
Promoted to Lead after 6 months based on client impact and ability to drive projects independently.
eMarketer Mar ’20 – Jun ‘22
Research Analyst, Digital Advertising & Media (Jan ’22 – Jun ’22)
Researched and published strategic intelligence reports on consumer behavior, platform strategy, and monetization trends across social media, streaming and creator ecosystems, and digital advertising.
Synthesized first- and third-party data, expert interviews, and policy analysis into clear, actionable narratives and visualizations to inform product and marketing decisions for Fortune 500 clients. Partnered with editors and data scientists/analysts to define key questions, shape analysis, and deliver reports.
Portfolio: https://www.emarketer.com/analysts/nina-goetzen
Analyst (Jan ’21 – Jan ’22) — Wrote daily newsletter, assisted with reports
Associate Analyst (Mar ’20 – Jan ’21)
Business Insider Sept ’19 – Mar ‘20
Social Media Fellow (Sept ’19 – Mar ’20)
Implemented social content strategy; tracked and analyzed engagement metrics to inform editorial decisions.
Authored report on optimizing YouTube strategy, using historical data to recommend new approach to title and description copy and staggered publishing timeline in order to increase reach.
Promoted in Mar ’20 to eMarketer, Business Insider’s research arm, based on strong analytical work and ability to connect audience insights to business and content strategy.
Brown University Department of Computer Science Dec ’18 – May ‘19
Head Design Teaching Assistant for CSCI 1320 – Creating Modern Web Applications
Co-developed assignments with course instructor and technical TAs to bridge design and engineering, ensuring projects were useful for both coders and non-technical designers in the class.
Mentored 30+ students on front-end web development and user-centric design, including usability testing, A/B testing, and iterative prototyping based on user feedback.
EDUCATION
Brown University - B.A. Modern Culture & Media (honors) and B.A. American Studies
GPA 3.96 class of 2019
Honors Research: “How do you do, fellow kids?:” Corporate memes & youth resistance. This thesis examines how corporate use of memes disrupts the ways young people use them to mark authenticity and signify belonging online.